ACKNOWLEDGEMENT

I wish to express my profound gratitude to Prof: Swapnali Kulkarni ma’am

is my faculty guide for her erudite guidance, constructive suggestions,
encouragement and advice throughout the course of this project. It gives me
immense pleasure to thanks Mr. Praveen Desai who had given me a chance to do
project under this roof of “Electronica Finance Limited” and given me an
opportunity to work under their guidance.

I owe my thanks to Dr. Daniel Penkar, Director, S. B. Patil Institute of

Management, Nigdi. for giving me the privilege to be associated with such an
esteemed organization and carry the college’s name forward. I would, be failing in
my duty if I do not acknowledge my gratitude to Dr. Kriti Dharvadkar, Head of
Department(MBA), S.B.P.I.M. Nigdi, who motivated me a lot in carrying out this
project.

I also offer my heart full gratitude to my parents who were a constant source
of inspiration and encouragement through the course of this project. At the end just
as significantly, I would like to express my sincere thanks to all the other staff
members who have provided me excellent knowledge and support throughout my
Post Graduation.

Last but not least, I thank all my friends and pears who have helped me directly
during the course of this project.

Nikhil V. Dalavi

pg. 1
 CHAPTER І
Executive summery

pg. 2
 INTRODUCTION

OF PROJECT

The title of the project is “A study on impact of advertisement on b2b

marketing” the overall study is made on this topic. The objectives for the study
which were determined are, what are the advertising tools used in b2b to marketing,
what is the effect of these advertising tools in b2b market.

The method which used to collect the information is both primary and secondary
data. In primary, questionnaire method, observation method, and secondary data is
collected through internet, magazines etc.

Analysis and interpretation is having been done on advertisement tools, impact of

advertisement.

Findings which were found through overall project through which shows that
techniques are in good condition and Electronica Finance Limited want to increase
its business outside the India.

After the overall study of the project some suggestions were given, firstly the
advertisement should not be more expensive, secondly advertisement should be
attractive and finally media should be selected according to choice of clients.

The project concluded that advertisement is very important in any organization the
overall objective of the study was to study the b2b market in solution of software
and to find the advertisement media used in b2b marketing and the impact of
advertisement on b2b market. The study revealed the picture of advertisement and
its impact on b2b market which help the techniques to encourage more people to be
client of Electronica Finance Limited.

pg. 3
Introduction:

The management thesis which I was done as a part of my studies is “A study

on impact of advertisement on b2b marketing”. The study I conducted provided me
an excellent opportunity to implement all that I have learnt in my class room session
in the practical outfield.

What is business to business?

A type of commerce transaction that exists between businesses, such as

those involving a software. Business to business refers to business that is conducted
between companies, rather than between a company and individual consumers

A typical supply chain involves multiple business to business transactions, as

companies purchase components for use in its software solution processes. The
finished product can then be sold to individuals via business to consumer
transactions

What is business to business marketing?

“B2B”is a marketing term that means “business-to-business. “This term is

used to describe the process of businesses selling to other businesses, rather than to
individuals, business buyer is concerned with increasing profits for his/her company.

Features of b2b marketing:

· Marketing is one to one in nature. It is relatively easy for the

seller to identify a prospective customer and build a face to
face relationship.

· Highly professional and trained people in buying process are

involved. In many cases, two or three decision maker must
approve a purchase plan.

. Often the buying and selling process is complex, and includes

pg. 4
 (for example, request for proposal, request for tender, selection
process, awarding of tender, contract negotiation and
singing of final contract)

· Selling activities involve long process of prospecting,

qualifying, wooing, making representation, preparing
tenders, developing strategies and contract negotiation.

Advertisement:

There is not a single generally accepted definition of advertising.

Instead, there are several ways to define it. In summary:

Ø Advertising is the paid, impersonal, one-way marketing of persuasive

information from an identified sponsor disseminated through channels
of mass communication to promote the adoption of goods, services or
ideas.

Ø Advertising is a paid form of non-personal presentation of ideas, goods

or services by an identified sponsor.

Why advertising must be done:

Ø Build awareness of the product

Ø Create brand equity
Ø Generate sales

Modes of advertising in b2b marketing:

· Direct mail ad

pg. 5
 · Magazines ad
· Internet ad
Ex: per pay click, social networks, websites etc.
· Newspaper

· Exhibitions
(the exhibition that are related to industries like sugar, project
alert etc.)
· Brochure

Impact of advertisement on b2b marketing:

The impact of advertisement can be measured on a variety of outcome measures
such as aggregate sales for a brand, quality choice, and effect of awareness.

Impacts:

1)Through the advertisement awareness of the products is increased.

2)Sales of the company are increased through the advertisement.

3)Through internet advertising the advertising can be done at the low cost like social
medias, emails. The internet advertising is the best medium for advertising because
it saves the money and makes the more awareness.

4)Magazines like business magazines create more impact on the consumers.

5)Advertisement creates the brand image of the company. By establishing the strong

pg. 6
company image.

e through advertisement helps customers to remember your business and increase

your sales.

6) Advertisement keeps the message consistence, company ads and marketing

strategies require time to reach all their potential customers and stimulate interest
in your business. Remaining consistent in your message is a key component in
ensuring your advertisements have maximum impact on your customer base.

7)Changing advertising strategies and your company message too frequently can
cause confusion among consumers. If your customers don't understand what type of
business you run and what values your company stands for, you may not see
increased sales from your advertising campaigns.

The Decision Stages for Developing the Business-to-Business Advertising

Program

ü Advertising is only one aspect of the entire marketing strategy.

ü The advertising decision process begins with the formulation of
advertising objectives.
ü Equally important is the evaluation and selection of the media.

pg. 7
How to develop the B2B Advertising Message: -?

. Determine advertising objectives.

. Evaluate buying criteria of target audience.
. Analyze most appropriate language for presenting message

Setting Ad Budgets:

Commonly used method: -

¢ Percentage of Sales:
• Allocate some percent of sales to advertising.
• Makes advertising a consequence rather than a determinant of sales and
profits.
• Useful only if possess VALID historical data
• Most commonly used method

¢ Affordability Method:

• Firm spends on advertising what it has available to spend

• Good cash flow control
• Most common with small firms
• Sales drive the ad

Objective-Task Method:

. An attempt to relate advertising costs to the objective it is to accomplish

. Focuses on the communications effects of advertising, not on the sales effects.

. Generally considered the “best “method

pg. 8
 CHAPTER ІІ

COMPANY PROFILE

pg. 9
 2.1COMPANY PROFILE

Company Name: -

Electronica Finance Limited

Address: -

128/A, Kailashchandra,
Paud Road, Kothrud Pune 411038
Maharashtra, India

2.2 VISION & MISSION

Our Vision

Building the MSME, Driving the Economy.

Our Mission

We are Committed to achieve ‘Business Excellence' by becoming a 'Bench Mark'

through 'Best in Class' services.
To be a Globally Trusted Financial Partner for MSMEs, with a DNA of 'Customer
First'.

Our Values

Performance: Maximize overall potential to deliver consistent results.

Integrity: Honesty, Transparency & Accountability towards all stakeholders.
Customer Service: Ensuring all actions are taken with customers in focus.
Respect: Treat all entities with fairness and dignity.
Quality: Ensure excellence in process, people and technology to achieve sustainable growth.

2.3 History of Innovation

pg. 10
Electronica Finance Limited (EFL), a part of the "SRP Electronica Group" is one of
the most diversified finance company in India. Initiated in 1990, EFL was amongst
one of the first few in the country to be registered as a Non-Banking Finance
Company (NBFC) to provide loans for Machinery purchase. In its long and
successful journey of over 26 years with 33 offices across India, EFL now caters to
a large product portfolio including Business loans, Working Capital loans &
Industrial Property loans in addition to its flagship product of Machinery loans.

At EFL, we believe that MSMEs represent the engines of the country’s economic
growth & hence we have dedicated ourselves towards developing a range of MSME
finance options that enables our clientele to concentrate on core priorities. This has
led to our strong ties with our customers, resulting in over 50% of our business
coming in from our existing clientele.

Our aim is to be the leading NBFC in India, resolving our customer’s financial
requirements through better, faster, more powerful and affordable finance & loan
related services. We value the presence of our stakeholders, machine manufacturers,
financial partners and our skilled and experienced team, all of which helps promote
a healthy growth as one of the most competitive finance company in India. Our focus
on quality and service excellence has garnered the appreciation of large number of
organizations and customers with whom we have worked.

pg. 11
 2.5 Product of the company: -

 Machinery Loan
 Working Capital Loan
 Industrial Property Loan
 SIDBI scheme
 Small business Loan
 Pre-owned machines Loan

Strong Culture and Commitment to Client

With a perfect blend of youth and experience, Electronica Finance Limited is

committed towards protecting the data of all our clients

pg. 12
Objectives of the study:

1.To study the promotion strategy used by the SME’s.

2.To study different advertising tools in b2b

3.To study the existing advertising tools in Electronica Finance Limited.

4.To study the effectiveness of advertising tools.

pg. 13
 CHAPTER ІV
RESEARCH DESIGN AND
METHODOLOGY

pg. 14
Research methodology:

MEANING OF RESEARCH-

Research in common preference refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent information as a
specific topic. In fact, research is an arc of scientific investigation.

The Advanced Learner’s Dictionary of Current English lays down the meaning of
research as “a careful investigation or inquiry especially through search for new
facts in any branch of knowledge.”

Redman and Mory, define research as a “systematized effort to gain new

knowledge.
”

According to Clifford Woody research comprises defining and redefining problems,

formulating hypothesis or suggested solutions; collecting, organizing and
evaluating data; making deductions and reaching conclusions; and at last carefully
testing the conclusions to determine whether they fit the formulating hypothesis.

D. Slazenger and M Stephenson in the encyclopedia of Social Sciences define

research as “the manipulation of things, concepts or symbols for the purpose of
generalizing to extend, correct or verify knowledge, whether that knowledge aids in
construction of theory or in the practice of an art”

RESEARCH DESIGN-

1) Descriptive Research Design

pg. 15
Descriptive research attempts to describe systematically a situation, problem,
phenomenon, service or programmed, or provides information about, say, and living
Condition of a community, or describes attitudes towards an issue.

For the present study the descriptive research design is adopted. Here the views of
the dealers are collected, as to suggest some marketing strategies.

This study includes fact finding, surveys and enquiries of different kinds. In this
project responses were taken from various dealers about their view and over all
likeability of a Product.

Area of study:

The study was mainly concentrated on Pune region.

Data collection:

The study is based on the data collected through primary and secondary sources.

Primary data:

An interview schedule was designed to collect primary data from various clients of
the company.

Secondary data:

pg. 16
Secondary data was collected from journals, magazines, websites, and from other
relevant publications.

Sampling design:

The sampling design mainly consists of the sample taken for the study along with
the sample size, sample frame, sample method.

Sample universe:

All customers who are the clients of the company were taken as the sample
universe.

Sample size:

From the universe, sample sizes of 100 clients were selected for the purpose of the
study.

Sample framework:

The customers were selected on a random basis from which respondents were
selected based on convenience.

Sampling method:
Convenience sampling was used, based on willingness and availability of the
respondents. The study was conducted on clients with different type of business.

Research period:
The time for the project was limited to 60 days (15 December 2019 to 15 Feb
2019). From this, 30 days was spent for the collection of data.

pg. 17
 CHAPTER ІV

ANALYSIS AND INTERPRETATION

OF DATA

pg. 18
 Data analysis and Interpretation:
Analysis and interpretation

Table showing promotion strategy used in SME’s

Table: 1

Number of
Promotion strategy respondent Response of respondent
Advertisement 25 25%
Sales promotion 30 30%
Personal selling 20 20%
Direct marketing 25 25%
Total 100 100

Chart no:1

The interpretation is that 25% respondents says that they use the advertisement
as the promotion strategy, 30% respondents says that they use sales promotion,
20% respondents says that they use personal selling and 25% other respondents
says that they use direct marketing as the promotion strategy.

pg. 19
Table showing effect of the promotion strategy on the SME’s

Table: 2

Response of No of
Effect of promotion strategy respondents Respondents
Good 25% 25
Very good 30% 30
Excellent 45% 45
Total 100 100

Chart no: 2

The interpretation is that 25% of respondents says that their good effect of
promotion strategy, 30% of respondents says that there is very good effect of
promotion strategy and 45% of respondents says that there is excellent effect of
promotion effect.

pg. 20
Table showing which is the better promotion strategy

Table: 3
Number of Response of
Promotion strategy respondents respondents
Advertisement 22 22%
Sales promotion 28 28%
Personal selling 27 27%
Direct marketing 23 23%
Total 100 100

Chart no: 3

The interpretation is that 22% of respondents say that advertisement is the best
promotion strategy, 28% of respondents says that sales promotion is the best
promotion strategy, 27% of respondents says that personal selling is the best
promotion strategy and 23% of respondents says that direct marketing is the best
promotion strategy.

pg. 21
Table showing whether their increase in profit in SME’s by using
promotion strategy

Table: 4

Response of No of Responses
Responses respondents
Yes 70% 70
No 30% 30
Total 100 100

Chart no:4

The interpretation is that 70% of respondents say that there is increase in profit
in SME’s by using promotion strategy and 30% of respondents say that there is
no increase in profit in SME’s by using promotion strategy.

pg. 22
Table showing advertising medias used in b2b market:

Table: 5
Types of medias Number of respondents Percentage
Print media 50 50%
Social media 35 35%
Electronic media 15 15%
Total 100 100

Chart :5

Interpretation:

The interpretation is that from the 100% the 50% respondents are
using print media to promote their business, 35% of respondents are using social
media and remaining 15% respondents are using electronic media.

pg. 23
Table showing best advertising tools in b2b market

Table :6
Advertising tools No. of respondents Percentage
Direct mail ad 10 10%
Magazines 23 23%
Internet ad 25 25%
Newspapers 10 10%
Exhibition 16 16%
Brochure 16 16%
Total 100 100

Chart :6

The interpretation shows that the best advertising tool in b2b market is internet ad,
25% respondents responded to it. Beside from internet ad print medias such as
magazines (23%), newspaper (10%), brochure (16%) are used. 10% direct mail and
16% exhibition are also used as best advertising tools.

pg. 24
Table showing which advertising tool used by b2b market will make more
impact on clients.

Table no: 7

Advertising tools Impact (percentage) No of Responses

Magazines 20 20
Newspaper 6% 6
Exhibition 22 22
Internet ad 25% 25
Brochure 15% 15
Direct mail ad 12% 12
Total 100 100

Chart no:7

The interpretation is that internet ad is giving more impact on clients i.e.25%

than other tools. The magazines give 20% impact, the newspaper gives 6%
impact, exhibition gives 22% impact, brochure gives 15% impact and direct mail
ad gives 12% impact.

pg. 25
Table showing existing advertising tools mostly used in our company

Table :8
Existing advertising tools Mostly used

Magazines 30%

Exhibition 25%

Internet ad 35%

Brochure 10%

Chart :8

The interpretation is that from the existing advertising tools the mostly used by the
company is internet ad i.e. (35%). Magazines are used by company at 30%,
exhibitions are made at 25% and brochure are used at 10%.

pg. 26
Table showing whether there is increase in profit by adding more

advertising tools

Table: 9

Response of the No of Responses

Responses respondents

Yes 75% 75

No 25% 25
Total 100 100

Chart :9

The interpretation is that 75% respondents say that there is increase in profit by
using advertising tools in b2b marketing and 25% respondents say their no increase
in profit by using advertising tools in b2b marketing.

pg. 27
Table showing effect of different advertisement tools in b2b marketing

Table:10

Advertising tools Number of Response of

respondent respondent
Magazines 15 15%
Newspaper 10 10%
Exhibition 20 20%
Internet ad 22 22%
Brochure 15 15%

Direct mail ad 18 18%

Total 100 100

Chart no:10

The interpretation is that the magazines effect 15% on b2b marketing where the
newspaper effect 10%, exhibitions effect 20%, internet ad effect 22%, brochure
effect 15% and direct mail ad effects 18% on b2b marketing.

pg. 28
Table showing is their increase in profit by using advertisement tools in

b2b market

Table:11

Response of No of Responses
Response respondents
Yes 65% 65
No 35% 35
Total 100 100

Chart:11

The interpretation is that 65% of respondents say that their increase in profit by
using advertising tools in b2b marketing and 35% of respondents says that there
is no increase in profit by using advertising tools in b2b marketing.

pg. 29
Table showing effect of advertising tools on b2b marketing
Table:12

No of
Effect of advertising tools Percentage Responses
Good 30% 30
Very good 35% 35
Excellent 35% 35
Total 100 100

Chart: 12

The interpretation is that 30% of respondents say that there is good effect of
advertisement tools, 35% of respondents says that there is very good effect and
excellent effect of advertisement tools in b2b market.

pg. 30
Table showing study of effectiveness would contribute to improvement in
present advertisement

Table :13

Response of
Characters respondents Percentage

Yes 55 55%

Chart:13

The interpretation is that 55% respondents says that yes study of effectiveness
would contribute to improvement in present advertisement, 20% says no
improvement, and 25% says they can’t tell about the improvement.

pg. 31
 CHAPTER V

FINDINGS & SUGGETION

pg. 32
 Findings:

 An advertisement plays an important role in b2b marketing.

 Internet is also used as the advertising tool in b2b marketing like website,
face book page i.e. social media.

 The existing advertising tools of the print media used by the company are
magazines, brochure, direct mail, newspaper.

 The effectiveness of the advertising tools is very important in b2b marketing.

 The b2b marketers should use all the media like electronic media, social
media, and print media.

 Internet media or social media has given more effect than the other media in
b2b marketing.

 All the promotion strategy i.e. advertisement, sales promotion, personal

selling and direct marketing are used in the SME’s in effective way.

pg. 33
 Suggestion:

 Advertisement should not be too expensive, because the advertisement

leads
 and increase the price of the product.

 It is necessary to give more attention in making the advertisement to make it

effective for the sale of the product.

 The advertisement must be meaningful so that different clients are clear

about the advertisement of the product.

 To give more attention on the weak media of advertisement so that the clients
come to known about the product.

 The budget for the next advertising must be done by seeing the past
advertising effect.

 It is necessary to see that whether the advertisement is necessary for the

product, if the advertisement is not necessary then no need to invest on
advertisement.

 Media should be selected according to the choice of the client.

pg. 34
 Conclusion

The project titled “A study on impact of advertisement on b2b marketing “was

carried out among the clients in Pune regions. The overall objective of the study

was to study the b2b market in original equipment software and to find the

advertisement media used in b2b marketing and the impact of advertisement on

b2b market. The study revealed the picture of advertisement and its impact on b2b

market which help the Electronica Finance Limited to encourage more people to

be client of Electronica Finance Limited.

pg. 35
 Limitation of the study:

 The behavior of the clients while approaching them to fill the questionnaire was
unpredictable.

 The shortage of time was another constrain for the study.

 There may be error due to bias of respondents.

 Majority of the clients were too aggressive in nature.

pg. 36
 Bibliography:

Philip kotler and gery Armstrong , principles of marketing management Kothari

C.R, Research Methodology –Methods and Technique Second edition; 2004

D.D. Sharma, Marketing research

Websites:

1. Wikipedia

2. www.google.com

3. www.Electronica Finance Limited.com

pg. 37
 ANEXTURE

Questionnaire:

1) According to you what are different promotion strategy used in SME’s?

 Advertisement
 Sales promotion
 Personal selling
 Direct marketing
2) According to you how promotion strategy effects on SME’s?

 Good
 Very good
 Excellent
3) According to you which are the best promotion strategy?

 Advertisement
 Sales promotion
 Personal selling
 Direct marketing

4) According to is their increase in profit in SME’s by using promotion strategy?

 Yes
 No

5) According to what are different advertising tools used in b2b market?

 Print media
 Social media
 Electronic media.

pg. 38
6) According to you which are the best advertising tools?

 Print media
 Social media
 Electronic media

7) According to you which advertising tool used by b2b market will make more
impact on clients?

 Magazines
 Newspaper
 Exhibition
 Internet ad
 Brochure
 Direct mail

8) According to you which advertising tools mostly used in company?

 Magazines
 Exhibition
 Internet Advertisement
 Brochure

9) According to you is there increase in profit by adding more advertisement

tools?

 Yes
 No
10) According to you which advertisement tool are more effective in b2b
marketing?

 Magazine

 Newspaper

 Exhibition

 Internet ad

 Brochure

 Direct mail ad

pg. 39
 11) According to is there increase in profit by using advertisement tools in b2b
marketing?

 Yes
 No

12) According to you what is the impact of advertisement tools on b2b

marketing?

 Good
 Very good
 Excellent

13) According to you is study of effectiveness would contribute to improvement

in present advertisement?

 Yes
 No
 Can’t tell

pg. 40